With the global growth and interest in niche perfumery, brands are constantly expanding into new markets. How to do it and be successful? Before you finalize market entry strategies, learn valuable lessons from the mistakes made by big companies in this article.

The days of excess gifting are making a comeback after a 6 year hiatus as influencer unboxing videos show the extravagant lengths brands go to for attention. Over the top packaging that goes to waste is contrary to the eco-friendly/sustainability movements. And how does it all resonate with the public?

Niche brand Matière Première has just gotten an infusion of capital thanks to Kering Beauté. How do they intend to spend it? By growing their retail presence with their own freestanding boutiques, strengthening their team and reinforcing e-commerce. In the meantime, Kering Beauté is growing their own portfolio of luxury fragrance brands.

Here’s a scary statistic: more than half of Gen Z fragrance wearers think dupes are “just as good” as luxury brand fragrances. Is being duped a form of flattery, does it have a halo effect on the duped brand? Circana reps seem to think so but also caution brands to inform and educate the public on what makes them special.

An undercover BBC operation has discovered that children are frequently enlisted to pick jasmine in several farms in Egypt. Once processed and sold to international fragrance houses, the oil finds its way into perfumes made by big brands. So much for ethical sourcing, but how to resolve this horrendous practice?

The legendary British perfumery house has poured over their archives and formula books to create a collection of nine scents. With some dating back to the beginning of the 19th century, each scent has been restored while remaining true to the original roots. The range, which covers all fragrance families, has recently launched.

Historically fragrances were gender-neutral until 20th century marketing labelled some scents “male” and others “female”. Now it seems that what everyone wants is to find a fragrance that evokes emotion and imparts a sense of happiness and well-being.

Male fragrance influencers are holding sway over teenage boys, driving them towards pricey, luxurious fragrances that allegedly will make them irresistible and confident. When it comes to online content, the videos that go viral still push old-school thinking to attract the opposite sex.